New partnership brings exclusive Superdry travel, handbags, and SLGs to Indian consumers
Brand Concepts, the Indian licensee known for premium and lifestyle fashion brands, have got a new licensing agreement with Reliance Brands (RBL) to broaden the Superdry travel gear and accessories segment in India.
Under this exclusive arrangement, Brand Concepts will take charge of designing, producing, and distributing a dedicated line of Superdry Travel Gear, Handbags, and Small Leather Goods (SLGs), aiming to strengthen the brand’s presence and scale in the market. The partnership will capitalize on Superdry’s unique style merging vintage Americana, Japanese-inspired graphics, and British craftsmanship while leveraging Brand Concepts’ expertise to create products that combine international design aesthetics with practical functionality suited to Indian consumers.
“We are thrilled to collaborate with Reliance Brands to grow Superdry’s travel gear and accessories portfolio. Superdry has a strong following in India, and this partnership allows us to strategically expand the category, offering collections that are both stylish and functional, while staying true to the brand’s global reputation for quality and durability”, Abhinav Kumar, Co-founder, Brand Concepts.
The new collection will roll out in stages across major e-commerce platforms and premium department stores, with plans to open Exclusive Brand Outlets (EBOs) in Tier 1 cities, providing shoppers with an immersive brand experience.
Superdry, founded in 2003, is globally recognized for its combination of vintage Americana, Japanese-inspired graphics, and contemporary British design. The brand entered India in 2012 through a franchise partnership with RBL. In October 2023, this collaboration transitioned into a strategic joint venture, with RBL’s UK subsidiary, Reliance Brands Holding UK (RBUK), acquiring Superdry’s intellectual property for India, Sri Lanka, and Bangladesh a move that marks a key milestone in the brand’s South Asian expansion.
